AB InBev Secures Exclusive UK Partnership with Live Nation for Festivals and Venues

Brewing giant AB InBev has announced a major consolidation of its presence in the live entertainment sector, signing a deal to become the exclusive beer and cider partner for Live Nation in the United Kingdom.

The agreement spans Live Nation’s extensive portfolio of festivals, venues, and outdoor shows, positioning AB InBev’s core brands—including Budweiser, Corona, San Miguel, and Stella Artois—front and centre for millions of music fans across the country.

Scope: From Academy Venues to Major Festivals

The partnership covers a significant footprint within the UK music scene. AB InBev brands will feature at marquee events such as the Pepsi MAX presents Reading & Leeds Festival, Scotland’s TRNSMT, and outdoor series like Glasgow Summer Sessions and TK Maxx presents Lytham Festival.

Beyond festivals, the deal encompasses over 20 festivals and all Academy Music Group venues. This includes iconic locations such as the O2 Academy Brixton and O2 Shepherd’s Bush Empire, securing high-volume on-trade pouring rights across the estate.

Strategic Rationale

The move builds upon a decades-long global relationship between the two companies across North America, Europe, Latin America, and Asia. By formalising this exclusivity in the UK, AB InBev aims to leverage music culture as a primary consumer touchpoint.

Marcel Marcondes, Global Chief Marketing Officer of AB InBev, commented on the alignment:

“Music is a universal passion point for our consumers, and our brands have been part of music culture for decades. Beer is the perfect choice for live music experiences because it’s the beverage of moderation and socialisation. With this new chapter in our long-standing partnership with Live Nation, our brands will have even more occasions to create unforgettable experiences for music fans.”

Activation and Brand Strategy

Budweiser is set to take the lead in this activation, drawing on its established legacy in the music space. The collaboration will see the companies working together on strategy, creative execution, and fan engagement.

Russell Wallach, Live Nation’s Global President of Media & Sponsorship, added:

“The UK has some of the world’s most passionate live music fans and legendary festivals. Live music culture runs deep here, and together, we’re committed to making those experiences even better for fans.”

The partnership will deliver curated beverage lineups, immersive experiences, and digital integrations, ensuring AB InBev brands are integral to the event experience for fans of legal drinking age.